How Busy B2B Buyers Want Content

b2bbuyercontentBeing in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.

The report I’m referring to is, Time-Starved B2B Buyers Move Toward Shorter, More Targeted Experiences, published by Demand Gen Report and Uberflip. Their survey polled 189 buyers of B2B products, with 1/3 serving the technology/software industry.

The report confirms the demand for content is growing, while attention spans are shrinking. A few key takeaways from the report include:

  • 78% rank case studies as the top content type used for research, as well as the most valuable
  • More than 60% of buyers prefer content organized by business role or industry
  • B2B buyers want more mobile-optimized content
  • Prescriptive content that lays out a formula for success is the most popular
  • Buyers are willing to share basic information in exchange for content, but hesitate to provide details like phone number and budget
78% of #B2B buyers rank case studies #1 content type for research Click To Tweet

How can you make it easier on your buyers?

With no time to waste, consider how you can make your content easily accessible and consumable for buyers.

  • Are you gating too much content and/or asking for too much information?
  • Can your buyers quickly find relevant content by role or industry?
  • Do you have content for each stage of the buying cycle?
  • Are you investing in the right types of content in the right format?

The Case for Case Studies

If you think about it, there’s good reason case studies rank #1 for B2B buyers.

  1. They’re short and engaging
  2. They are often targeted to a specific role/industry
  3. They showcase your expertise from your customer’s perspective (i.e., they trust it)

Case studies are one of the smartest content investments you can make, hands down. If you need help bringing your customer stories to life, contact us for help. We can take care of everything for you and create a traditional 2-page PDF or a modern infographic case study to use across multiple channels—from email campaigns to your blog to social media.

Written by: Michelle Etherton, The Partner Marketing Group

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
22 May 2018

The New Software Marketplace: Should you partner with a Software Distributor?

I got my start in the channel working for a newly appointed Microsoft software distributor where I managed the Microsoft product line. In those days, working for a distributor meant moving heavy boxes filled with thick training manuals, managing floppy drives and SKUs, expediting shipping, executing big launch events and delivering partner education—classroom style.
Along

Latest Posts
15 May 2018

10 Brilliant Ideas for Use Cases in Technology Marketing

Because our clients are software and technology companies, we know firsthand how challenging it is to tell a complex story in a way non-techie people understand. Oh, and by the way, you’ve also got to make it creative, engaging and relevant. How the heck do you do THAT?
The answer, my friends, is USE CASES!

Latest Posts
26 Apr 2018

What is GDPR and How Will It Impact U.S. Businesses?

Think the GDPR only applies to European-based companies? Think again. This groundbreaking E.U. data security law is causing a cascade of changes to global business. you might be wondering – What is GDPR? Does GDPR apply to U.S. companies too? Should you be doing something to protect your business? We’ve listed a lot of great

Latest Posts
18 Apr 2018

Survey Proves Content is King of Technology Marketing in 2018

When we analyzed the data from our 2018 Technology Marketing Benchmarks and Trends Report, one stunning fact stood out from the rest: Blogging shot to the #1 spot for lead generation tactics last year, jumping ahead of past tried-and-true methods like email marketing, social media, and webinars.
Why is blogging such a big deal?
Because

Latest Posts
10 Apr 2018

7 Top Technology Marketing Trends for 2018

If you’re a software technology reseller, vendor, or service provider, the 2018 Technology Marketing Benchmarks and Trends Report might be the most important thing you read all year. Why? Because it’s from your peers in tech marketing. It’s a deep dive into the top marketing trends for you and your competitors.
The Partner Marketing Group